Mint Vinetu. Books change with you
Mint Vinetu is a bookstore, which specializes in used books. Many of the used books are classics and people keep on bringing their classic collections to be sold. The problem is, the classics are not bestsellers in the shop. Therefore the aim of the campaign was to provoke the readers to pick up classics, which they probably read back in the school and to re-read them finding new things and meanings.
Using the imagery from Orwell's "Animal Farm", Kafka's "The Methamarphosis" and Melville's "Moby Dick" we tell the difference between reading a book when you're 15 and 35. And reminding the potential readers, that "Books change with you". After some years stories, scenes, characters in the book suddenly gather quite different meaning.
Our first collaboration with Berlin based super talented illustrator Josephin Ritschel.
Slogan: "Books change with you" Tagline: "Re-read your favorites at Mint Vinetu"